Last week, bank CEOs were flogged for not providing enough of it. Tomorrow, U.S. automakers have a deadline to provide more of it. The government, trying to fix the problems caused by not having enough of it, is now being criticized for not providing enough of it themselves. Whereever news and criticism turns to the economic recession and corporate ethics, transparency is part of the conversation. Brand communicators, whether of the marketing or public relations variety, continue to focus their messages on how relevant their products are or worse, communicating reactively to the problems after they have already developed.

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